BRAVE COMMERCE – OrganiCare's Caroline Goodner on Destigmatizing Women’s Health and Building Consumer Trust in Regulated Categories

Host: Adweek
Guests: Rachel Tipograph (MikMak Founder & CEO), Sarah Hofstetter (Profitero President), Caroline Goodner (Founder & CEO, OrganiCare)
Date: September 9, 2025

Episode Overview

This episode centers on how OrganiCare, led by CEO Caroline Goodner, is working to destigmatize women’s health issues and foster consumer trust within highly regulated and historically taboo product categories. The conversation explores the evolving openness around women’s health topics, eCommerce’s role in normalizing these conversations, and actionable strategies for breaking into and scaling within regulated healthcare markets.

Key Discussion Points & Insights

The Changing Landscape of Women's Health Conversations

• Generational Progress:

  • Rachel and Sarah reflect on how talking about women’s health has shifted over the decades, acknowledging how previous generations faced isolation and lacked community—something that’s now changing thanks to digital spaces and workplace evolution.
    • “Now when you look at the room… there are a bunch of women there who recognize what it is like to be pregnant in the workplace. And then you couple that with social media and all of a sudden the amplification… has entirely changed.” – Rachel Tippograph [05:06]

• Normalization & Destigmatization:

  • Women are more willing to speak out about health issues like BV, herpes, UTIs, and menopause, which drives demand for solutions and market innovation.
    • “If anything was feeling weird, forget about it. Again, who are you talking to about it?... The normalization of so many of these conversations… did not exist [before].” – Sarah Hofstadter [03:54]

OrganiCare’s Origins and Approach

• Founding Story:

  • Caroline describes bringing innovative Italian wound-care technology to the U.S., initially for first aid, before evolving the product line to address unmet needs in feminine health.
    • “Let’s bring this very special technology from Italy to the US… evolved and made another set of products… that addresses all the stuff that none of us women really want to deal with, but when it happens, we want to have a solution that really works.” – Caroline Goodner [07:20]

• Identifying White Space:

  • Caroline’s strategy is to pursue large, under-served markets where her products can have significant, disruptive impact.
    • References Seth Godin’s “Purple Cow” concept: “Let’s make something so disruptive and different that’s going to go a long way to make this product or this company work.” – Caroline Goodner [09:37]

Destigmatizing Women's Health: The Power of Education

• Statistics for Normalization:

  • Caroline shares prevalence stats to combat shame:
    • 1 in 2 women get a UTI
    • 1 in 3 women get BV or a yeast infection
    • 1 in 5 women has genital herpes
    • “These are stats that help normalize these conditions and make women feel less alone, less like the oddball or the kind of person that should be embarrassed about it.” – Caroline Goodner [15:51]

• The Emotional Toll:

  • Acknowledges the emotional impact of stigma and the need for open conversations to allow women to get the help they need—physically and emotionally.

Digital’s Crucial Role: Distribution & Education

• Omnichannel Strategy:

  • Digital education, especially via social platforms (TikTok, Meta), is vital in informing women about non-prescription solutions available for their needs.
    • “Educating people on platforms like TikTok… has been a tremendous help to us… Digital is an essential part of the consumer education process. We’re still trying to work it to be better and better.” – Caroline Goodner [17:23/02:00]

• Choice and Immediacy:

  • While eCommerce offers privacy and convenience, many consumers want immediate physical access; OrganiCare supports both needs by ensuring a presence on physical and digital shelves.

• Physical Shelf as a Marketing Avenue:

  • Fast-acting, natural, and scientifically proven products helped OrganiCare secure early distribution in retail stores—a strategy that was opportunistic, responding to retailer demand for innovative category solutions.
    • “Retail buyers have enjoyed offering something different and having something that’s effective, natural and fast in their product assortment to give the consumer more choice.” – Caroline Goodner [19:06]

Building Trust & Standing Out in Regulated Categories

• Clinical Validation & Bold Claims:

  • Investment in lab testing and clinical evidence enables OrganiCare to make standout, substantiated claims directly on packaging, resonating both with consumers and retail buyers.
    • Ex: “91% of people with BV had all symptoms eliminated.” [19:06]

• Role of Influencers in Regulated Space:

  • Influencer marketing is tested continuously; strict guidelines are applied to ensure compliance. Professional/medical influencers often resonate best due to the regulatory environment and condition-focused product messaging.
    • “We have to be really careful that none of our influencers make any claims or say anything that we’re not allowed to say. So we have pretty strict guidelines on that… What’s worked for us has tended toward more the medical influencer people.” – Caroline Goodner [21:47]

• Marketing Investment:

  • A “reasonable chunk” goes into social and digital, but OrganiCare takes a test-and-learn approach—proving outcomes in small increments, then scaling effective tactics.

Personal Bravery: Work-Life Decisions

• Caroline’s Bravest Move:
  • Caroline sold a prior company to prioritize her young family—a difficult, brave choice that later enabled her to achieve a healthier work-life balance as a CEO.
    • “To say, oh, for largely personal reasons, I’m going to get out, that’s pretty remarkable.” – Rachel Tippograph [24:58]

Notable Quotes & Memorable Moments

• On Stigma:
  “Herpes is one of those that I’m still really trying to fight that stigma… It has far more stigma than it should, in my opinion.” – Caroline Goodner [15:51]

• On Market Opportunity:
  “Half the population is going to go through this at some point. Women control a lot of the discretionary spending in their families… And [investors] are finally realizing it.” – Caroline Goodner [13:37]

• On Influence and Innovation:
  “Physical shelves don’t have the flexibility of a digital shelf where there’s unlimited space. They have to pick and choose. So to have some variety is really important, and I think that’s been key.” – Caroline Goodner [19:06]

• On Community:
  “I just thought, okay, so I suck at doing this. I suck at being pregnant. I suck at delivering babies. I suck caring for babies because I had nobody to talk to.” – Sarah Hofstadter [03:54]

Timestamps for Key Segments

| Timestamp | Segment | |-----------|---------| | 02:00-02:39 | Caroline on educating via digital platforms | | 04:00-06:35 | Generational comparison: taboos, workplace, and stigma | | 07:01-08:42 | Caroline shares OrganiCare’s founding story | | 13:37-15:51 | Why women’s health is finally gaining market attention | | 15:51-16:53 | Destigmatizing with statistics; emotional impact | | 17:23-18:54 | Digital’s role in education and consumer choice | | 19:06-20:25 | Breaking into retail and claims substantiation | | 21:47-23:01 | Influencer marketing in regulated healthcare | | 23:51-25:08 | Caroline’s bravest decision: balancing family and business |

Conclusion

This episode of BRAVE COMMERCE offers a candid, insightful look into what it takes to innovate—and build trust—in taboo, highly regulated corners of women’s health. Through personal storytelling and business rigor, Caroline Goodner illustrates the intersection of open dialogue, clinical credibility, digital education, and strategic bravery in transforming consumer health experiences. For founders, marketers, and anyone interested in the business of destigmatization, this conversation delivers actionable inspiration.